1. Social Media at Work
in Public Sector
Gohar Feroz Khan
Assistant Professor, Korea University of Technology & Education
Research: http://laton.wikispaces.com/Brief+Vita
SMInsight: http://sm-insight.wikispaces.com/Introduction
Twitter: @gfkhan
Copyright 2013 Gohar Feroz Khan
Prepare for: Regional Training of Trainers Workshop for Module 11 ‘Social Media for Development’ of the Academy of ICT Essentials for
Government Leaders, United Nations Asian and Pacific Training Centre for Information and Communication Technology for Development (UN-
APCICT/ESCAP), Incheon, South Korea.
2. Table of Contents
Theoretical Concepts
What is Social Media?
E-govt. VS., Government 2.0
Social Media at Work in Public Sector
Part 1: Socializing Public Sector Information Through
Facebook Fan page
Twitter official account
YouTube channel (e.g., for posting training videos, awareness, educational
material etc.)
A blog
Part 2: Establishing Collaboration Through
Cloud-based services (e.g., Dropbox, Sky-drive, and Google docs).
Google moderator
Wikis
Part 3: Social Media Analytics
Google analytics
Social networking analysis tools (e.g., NodeXL)
Group Project
4. It is all about participation,
many-to-many
communication, interactivity,
and UGC.
What is Social Media?
5. What is Social Media?
Social media consists of a variety of tools and
technologies that includes:
Collaborative projects (e.g., Wikipedia and wikispaces),
Blogs (e.g., WordPress) and microblogs (e.g., Twitter),
Content communities (e.g., YouTube),
Social networking sites (e.g., Facebook),
Virtual game worlds (e.g., World of Warcraft),
Virtual social worlds (e.g., Second Life), and
All other Web 2.0 platforms that facilitate the creation &
exchange of UGC.
Content and interactivity is the key
7. Social Media-Based
Government
Is driven by social media/Web 2.0
Also known as,
Government 2.0 (Eggers, 2005),
Collaborative government (McGuire, 2006),
Do-it-yourself government (
Dunleavy & Margetts, 2010),
Government as a platform (O'Reilly, 2010),
Social Government (Khan, et al., 2012), or
We-Government (Linders, 2012)
8. Government 2.0 V.S.
E-Government
Table 1 e-Government V.S. Government 2.0
e-Government Government 2.0
Technology Static enterprise and domain specific
technologies;
Web 1.0 phenomenon;
Consumer and commoditised
technologies;
Web 2.0 & Social Media;
Strategy Inside-Out Outside-In
Service
Focus
Citizens as Receivers Citizens as Active Participants
Source: Khan (2013)
9. Government social media
Strategies
Push Strategy
Push content to users
News, provide facts, alerts, etc.
Pull strategy
Pull users to govt. websites
Incorporate comments, insights, and suggestions into policy
making
Networking Strategy
Establish networking relationships with citizens
Source: Mergel (2010)
More details: http://www.slideshare.net/ines_mergel/ines-mergel-designing-social-media-strategies-ibm-2012
10. Social media Strategy matric
Criticality/Easeo
Sensitivity of Engagement
High
High
Low
Figure 1. Social Media Strategy Matric in Public Sector
11. Government 2.0 Full Picture
Figure 2. Conceptual Model of Social Media Use in Public Sector
Source: Khan (2013)
13. Information socialization
This presentations covers mostly this
Establish mass collaboration
partly this
Establish social transaction
and not this
Source: Khan (2013)
14. But, remember…
Setting-up social media tools is the easy part, the
difficult part is managing it effectively.
Plan a head
Establish a sound social media strategy and
policy
Involve all stakeholders
Assign dedicated resources
ensure that you and/or your organization have
dedicated resources (e.g., Time, technical,
financial, and human resources)
15. But, remember…
It is more than just “likes” and “tweets”
Once the social media present is established,
ensure that you and/or your organization can
spend time to,
Sustain it
Monitor it (e.g., social analytics)
Be responsive
Built trust
Otherwise, your organization will lose face
16. Social Media at Work
Information socialization
You can use social media to socialize your
information
i.e., leverage social media as an informational
and participatory channel to increase citizen’s
awareness and enable them to monitor and
participate in government activities.
18. Information Socialization
One way to achieve Information
Socialization is through establishing
dedicated social media
pages/accounts (e.g., Facebook fan
page or Twitter account) to delivery
day-to-day information/news to the
citizens.
19. Social Media at Work
Part 1: Socializing Public Sector
Information Through
Facebook Fan Page
Twitter official account
YouTube channel (e.g., for posting training
videos, awareness, educational material etc.)
A blog
20. Creating a Facebook Fan Page
A great way to keep citizens
informed
Effective in networking and pull
strategy
Two Ways
Already using Facebook?
Can be done by logging to your Facebook
Not using Facebook?
https://www.facebook.com/pages/create/
Why to have a Fan page instead of a Facebook
Profile?
21. Already using Facebook
Step 1: Login to your Facebook
Step 2: Go to end of your page and look for
create page or advertisement option
Creating a Facebook Fan Page
22. Step 3: Select the Company, Organization, or Institution
option
Creating a Facebook Fan Page
23. Step 4: Select Institution Category (i.e., Government) and
Name of your institute (e.g., Ministry of Social Media) and
click create.
Creating a Facebook Fan Page
24. Step 5: Provide some description, website, and select the
right options as shown in the figure below and click save
info button
Creating a Facebook Fan Page
25. Step 8: Provide a face book web address and click next
Creating a Facebook Fan Page
26. Step 9: Enable ads if you want to pay for it, otherwise click
skip…
Creating a Facebook Fan Page
28. Social Media at Work
Part 1: Socializing Public Sector
Information Through
Facebook Fan page
Twitter official account
YouTube channel (e.g., for posting training
videos, awareness, educational material etc.)
A blog
29. “Twitter is a service for friends,
family, and co–workers to
communicate and stay connected
through the exchange of quick,
frequent messages.” (Twitter,
2103).
•Effective in push, pull, and
networking strategy
What is Twitter?
30. Effective medium for breaking news
The most important use of Micro-
blogging (e.g., Twitter) is publishing
breaking news
You can post or receive breaking
news
Countless stories first break on Micro-
blogs
E.g., Emergency landing of an
airplane was first reported by Twitter
Janis Krums, a ferry commuter,
snapped the photo and uploaded
to a service called Twitpic- an
application allow users to take
picture from a mobile and upload it
to twitter post.
The most important use of Micro-
blogging (e.g., Twitter) is publishing
breaking news
You can post or receive breaking
news
Countless stories first break on Micro-
blogs
E.g., Emergency landing of an
airplane was first reported by Twitter
Janis Krums, a ferry commuter,
snapped the photo and uploaded
to a service called Twitpic- an
application allow users to take
picture from a mobile and upload it
to twitter post.
“There’s a plane in the Hudson. I’m on the ferry going
to pick up the people. Crazy,” wrote Krums in a 3:50
p.m.
32. Tweets (Retweets)
Direct messages
Followers
Followings
Listed
Favorites
Mentions
More info: https://support.twitter.com/groups/50-welcome-to-twitter
Twitter Related Concepts
33. Twitter Related Concepts
Tweet
A Tweet is a 140-character
message posted via Twitter.
May include links and
pictures.
Retweet (RT)
A retweet is a re-posting of
someone else's Tweet.
Direct Messages
A direct message is a personal
Tweet seen only by the sender
and the recipient
Can only be sent to people
following you.
34. Twitter Related Concepts
Following
Following someone on Twitter means:
You are subscribing to their Tweets
as a follower.
Their updates will appear in
your Home tab.
That person is able to send
you direct messages.
Followers
Followers are people who receive your
Tweets.
If someone follows you:
They'll show up in your followers list.
They'll see your Tweets in their home timeline
whenever they log in to Twitter.
You can send them direct messages.
35. Twitter Related Concepts
Mention
When another user includes
your username preceded by
the @ symbol in a Tweet,
we call it a “mention.”
Your Mentions tab collects
Tweets that mention you by
your username so you can
keep track of conversations
others are having with you
36. Setting-up Twitter for Public
Sector Use
Let’s watch how to setup a Twitter Business account….
http://www.youtube.com/watch?v=zr4XjGzZ6KM
37. Social Media at Work
Part 1: Socializing Public Sector
Information Through
Facebook Fan page
Twitter official account
YouTube channel (e.g., for posting
training videos, awareness, educational
material etc.)
A blog
38. YouTube channel
Effective in Push strategy
Step 1: go to www.youtube.com
Step 2: Login with your Gmail account
or create dedicated account
39. YouTube channel
Step 4: Click on your user name and
than click on the “My channel” option.
40. YouTube channel
Step 5: For business or other name, click
as shown in the picture below.
41. YouTube channel
Step 5: Write channel name and check
availability and click Create Channel.
45. Congratulations!
Other things to do
Add a channel icon (i.e., logo or photo)
Privacy settings (found in ac settings)
Connected accounts (found in ac settings)
47. Social Media at Work
Part 1: Socializing Public Sector
Information Through
Facebook Fan page
Twitter official account
YouTube channel (e.g., for posting training
videos, awareness, educational material etc.)
A blog
49. What is blog?
Is a Website
Short for Web log, is a Web page that
serves as a publicly accessible
personal journal for an
individual/organization.
Effective pull strategy
Is a Website
Short for Web log, is a Web page that
serves as a publicly accessible
personal journal for an
individual/organization.
Effective pull strategy
50. A lots of companies
Blogger.com
http://wordpress.com/
TypePade.com
Wikispaces.com
Top 40 + Free Blog Hosts
http://mashable.com/2007/08/06/free-blog-hosts/
Who Provides blog systems?
51. Focused
Comments & feedback feature
Archives
Blogs are archives of past blog entries and
are in reverse chronological order (most
recent appears first
Subscription
Receiving new post
Common Features
52. Why to blog?
Help you in building a community of
readers/customers
Help you in testing new ideas
Receive early & direct feedback
Publish or broadcast in the timeliest
manner possible
53. Recommended system
Recommend system are blogger.com
& worldpress.com
Two leading platforms
Creating blog is quick and pain less
Have demos and videos tutorials to
help you get started
Its also FREE!
Worldpress provide more themes
whereas, blogger provide flexibility to
customize the design without knowing
the code
55. Social Media at Work
Part 2: Establishing Collaboration Through
Cloud-based services (e.g., Dropbox, Sky-
drive, and Google docs).
Google Moderator
Wikis
59. Clouding computing for
collaboration
Cloud-Based shared spaces
Share documents
Collaborative writing
Accessibility from anywhere,
anytime, any device.
60. Social Media at Work
Part 2: Establishing Collaboration Through
Cloud-based services (e.g., Dropbox, Sky-
drive, and Google docs).
Google Moderator
Wikis
61. Google Moderator
What is it?
Google Moderator allows you to create
a series about anything that you are
interested in discussing and open it up for
people to submit questions, ideas, or
suggestions.
How to use it?
62. Social Media at Work
Part 2: Establishing Collaboration Through
Cloud-based services (e.g., Dropbox, Sky-
drive, and Google docs).
Google Moderator
Wikis
63. Wikis
Literary means “quick”
A Web site developed collaboratively by a
community of users, allowing any user to
add and edit content.
Many wikis. Wikipedia is just one example
WikiIndex, a wiki about wikis.
Wikispaces.com is also very famous
I use it also: http://laton.wikispaces.com/
64. Social Media at Work
Part 3: Social Media Analytics
Google analytics
Social networking analysis tools (e.g.,
NodeXL)
65. Google Analytics
Google Analytics lets you measure your
advertising ROI as well as track your Flash,
video, and social networking sites and
applications.
How to Track Tweets, Facebook Likes
and More with Google Analytics
Follow the above link for step-by-step
guidance
My personal blog example
66. Social Media at work
Part 3: Social Media Analytics
Google analytics
Social networking analysis tools (e.g.,
NodeXL)
67. Analytics through SNS tolls
Some tools that can be used are
NodeXL (covered here)
Pajek
UCINET
Netminer
Webometrics Analyst
Free book on SNA:
http://faculty.ucr.edu/~hanneman/nettex
t/
68. Analytics Example
Source: Khan et al., 2013
Figure 3: Follow-following network diagram of Korean and US public sector organizations
69. Analytics Example
Source: Khan et al., 2013
Figure 4. Visualization: Co-occurrence Words Network of RTed Tweets by Government Institutions.
Legend:
Economic and Welfare related :
Triangle and Purple
Socio-Political related : Square
and Yellow
Etc : Circle and Green
70. Analytics through NodeXL
“NodeXL is a free, open-source template for
Microsoft® Excel® 2007 and 2010 that makes it easy
to explore network graphs.”
Can analyze data from a variety of networks,
including
Twitter network
Facebook Fan Page
YouTube User’s network
Flicker user’s network etc.,
NodeXL Graph Gallery: A collection of social media network visualizations,
descriptions, and data sets for download: http://nodexlgraphgallery.org/Pages/Default.aspx
72. Conclusion
May social media tools are available
Think how you can leverage based on your
department requirement
Find where your community is and engage it there
If the available tools don’t work for you, create
one.
Setting is the easy part.
Managing social media effectively is what matters.
Plan a head: social media policy, strategy, and resources
needed
Sustain it, Monitor it, Be responsive, Built trust.
73. Conclusion
Be mindful about:
Copyright
Defamation
A factual statement that harms the reputation of an
individual, business, product, group, government,
religion, or nation
Libel (written)
Slander (spoken)
Privacy
Security
74. Group Project
Create a blog for your department
Work in a team of two or three
Use bloggers platform:
Blogger.com
Tasks to be achieved (next slide)
75. Group Project Tasks
1. Settings: set the following
according to your preferences
(found in the settings)
Posts and comments
Mobile and email
Language and formatting
Search preferences (meta
tags only)
3. Post: Create your first blog post
Add Videos and/or
Pictures also.
2. Add Gadget: Using Gadget
function (found in layout tab) add
the following in proper places:
a Custom Logo
a meaningful Description
a search box
RSS Feeds
Polls
Google +1 Button
Follow by email option
Most popular posts
Calendar
76. Thank You
In case you want to submit a paper to
A special issue of Social Science Computer Review (SSCR)
Journal
Best Practices in Social Media at Non-profit, Public, Education, and Healthcare
Organizations
Details: http://sm-
insight.wikispaces.com/SSCORE+Special+Issue+on+Social+Media
Also, Please join Social Media for Governments in Developing world
(Group):
http://www.linkedin.com/groups/Social-Media-Governments-in-
Developing-4772035?trk=myg_ugrp_ovr
77. About the Author
Gohar Feroz Khan is an Assistant Professor
at Korea University of Technology &
Education and founding Director of SMInsight
research center. His research interest
includes, IT adoption, social information
systems, and Social media.
78. References
Dunleavy, P., & Margetts, H. Z. (2010). The second wave of digital era governance. APSA 2010 Annual
Meeting Papers.
Eggers, W. D. (2005). Government 2.0: Using Technology to Improve Education, Cut Red Tape, Reduce
Gridlock, and Enhance Democracy. Lanhma, MD: Rowman & Littlefield Publishers.
McGuire, M. (2006). Collaborative public management: Assessing what we know and how we know it.
Public Administration Review, 66, 33-43.
Mergel, I. (2010). Government 2.0 Revisited: Social Media Strategies in the Public Sector. American
Society for Public Administration, 33(3), 7 & 10.
Khan, G. F., Yoon, H. Y., & Park, H. W. (2012). Social Media Use in Public Sector: A comparitive study of
the Korean & US Government Paper presented at the ATHS panel during the 8th International Conference
on Webometrics, Informatics and Scientometrics & 13th COLLNET Meeting, 23-26 October 2012, Seoul,
Korea.
Khan, G.F., (under review round2). Social Media-Based Government Explained. Abstract
Khan, G.F. and Swar, B., (2013), Government 2.0: Utilization Model, Implementation Scenarios, and
Relationships, accepted for presentation at Pre-ECIS (21st European Conference on Information Systems)
workshop: E-Government 2.0: Case studies and experience reports June 4, Utrecht, Netherlands.
Linders, D. (2012). From e-government to we-government: Defining a typology for citizen coproduction in
the age of social media. Government Information Quarterly, 29(4), 446-454. doi: 10.1016/j.giq.2012.06.003
O'Reilly, T. (2010). Government as a Platform (Chap 2). In D. Lathrop & L. Ruma (Eds.), Open
government: Collaboration, transparency, and participation in practice: O'Reilly Media
Patrice, M. (2010). Building open government. Government Information Quarterly, 27(4), 401-413. doi:
10.1016/j.giq.2010.07.002